广东外语外贸大学：《国际交流》课程教学资源（PPT课件）mass commu lecture 11 The audience of mass communication

Lecture 11 The audience of mass communication ◆ Objectives o Understand the concepts of audience and their various implications Have an idea on the approaches to the understanding of audience and two models in particular: passive and active audience Understand their relationship with social and media development

Lecture 11 The audience of mass communication  Objectives:  Understand the concepts of audience and their various implications  Have an idea on the approaches to the understanding of audience and two models in particular: passive and active audience  Understand their relationship with social and media development

Media and audience ◆ Early:( pre-print e. g Modern:(audiovisual) religion service, visitors dispersed, mass news letters national, passive and drama/theatre): localized, active. choice. shared passive, Known and individual ◆ Middle:( printing) ◆ Activity I Ispersed, national, passive, choice, shared How about the audience anonymous. hetergeneous in digital time?

Media and audience  Early: (pre-print e.g. religion service, visitors, news letters, drama/theatre): localized, passive, known  Middle: (printing) dispersed, national, passive, choice, shared, anonymous, hetergeneous  Modern: (audiovisual): dispersed, mass, national, passive and active, choice, shared and individual  Activity I How about the audience in digital time?

Post-modern(digital) ◆ Dispersed ◆ Multinationals ◆ Global access ◆ Increasingly active 类A· Unlimited choice Increasingly individual ◆ Known? Specified?

Post-modern (digital)  Dispersed  Multinationals  Global access  Increasingly active  Unlimited choice  Increasingly individual  Known?  Specified?

Approaches and classification to the study of audience Approaches Classification ass ◆ Place ° Group ° People Market ype of medium or ◆ public channel ◆ Content Ime

Approaches and classification to the study of audience  Approaches  Mass  Group  Market  public  Classification  Place  People  Type of medium or channel  Content  Time

Passive models of audience People/audience are assumed to be part of mass socle People are transformed by technological/industrial changes Functionalist/transmission models of the audience: mass comm lecture 6.ppt#2. Linear model of communication process: Lasswell mass comm lecture 6.ppt#3. Linear model of communication process: Shannon and Weaver ◆ These are so- called"magic bullet”or hypodermic” theories Stimulus/response. action/reaction. cause/effect

Passive models of audience  People/audience are assumed to be part of mass society  People are transformed by technological/industrial changes  Functionalist/transmission models of the audience: mass comm lecture 6.ppt#2. Linear model of communication process: Lasswell mass comm lecture 6.ppt#3. Linear model of communication process: Shannon and Weaver  These are so-called “magic bullet” or “hypodermic” theories  Stimulus/response, action/reaction, cause/effect

Passive audience ◆ Receivers ◆ consumers Markets ◆ targets

Passive audience  Receivers  consumers  Markets  targets

Active models People /audience are assumed to be individuals in social contexts within an overall society People transform and interpret media messages not a simple transmission of data: the impact cannot be deduced simply by knowing what the message was

Active models  People /audience are assumed to be individuals in social contexts within an overall society.  People transform and interpret media messages : not a simple transmission of data : the impact cannot be deduced simply by knowing what the message was

Active audience ◆ Individuals ◆ Social units ◆ decoders o The Uses and gratifications approach Spectators?

Active audience  Individuals  Social units  decoders  The Uses and gratifications approach  Spectators?

Reception studies/ cultural analysis Finding out what people do with the media messages they encounter (either actively or passively )-linked to literary -critical studies Media use reflects socio-cultural context and gives meaning to cultural expressions and experiences 4 Methods: interviews /surveys

Reception studies/cultural analysis  Finding out what people do with the media messages they encounter (either actively or passively) –linked to literary –critical studies. Media use reflects socio-cultural context and gives meaning to cultural expressions and experiences  Methods: interviews /surveys

Reception studies/cultural analysis(Cont) Media text has to be read-audience perceptions construct the meaning and experience of media output o Media use is Situation-specific and involves Interpretative communities o Audience are never passive, nor are all members equal, Since some will be more experienced or more active than others

Reception studies/cultural analysis (Cont.)  Media text has to be read—audience perceptions construct the meaning and experience of media output  Media use is situation-specific and involves ‘interpretative communities’  Audience are never passive, nor are all members equal, since some will be more experienced or more active than others